, Radio + Television Business Report
Wednesday, Dec 20, 2017 7:31 AM EST

Triton Forges Tech Ties With AdTheorent


An advertising technology company “using data, predictive targeting and machine learning to provide competitive advantages to marketers as measured by real-world business outcomes” has entered a partnership with one of the top tech services providers for the digital audio industry.

Through an integration with Triton Digital’s global audio advertising marketplace, a2x, AdTheorent advertisers now have the ability to add online audio from more than 150 top-tier broadcasters and streaming music services to their digital advertising buys.

AdTheorent’s integration with a2x, says Triton, enables it to deliver non-skippable and brand-safe audio ads to digital audiences, targeted by geography, genre and audience.

AdTheorent is also able to re-target users with high predictive scores from prior digital campaigns, reaching highly engaged consumers who previously interacted with a brand’s mobile or desktop ad via streaming audio. This allows advertisers to re-engage with audiences with a higher statistical probability of engagement.

“With more than 170M people engaging with digital audio monthly, we are excited to add streaming audio advertising capabilities to our digital advertising mix, allowing our clients an additional method to reach highly-engaged consumers,” said Josh Walsh, Presidnt of Media at AdTheorent. “We are thrilled to partner with Triton Digital to offer our clients premium audio inventory to supplement and expand their digital campaigns.”

According to The Infinite Dial 2017, a study jointly conducted by Edison Research and Triton, some 61% of Americans listen to digital audio on a monthly basis.

Additionally, weekly engagement with digital audio has more than doubled over the last nine years.